One of his best-known spots is on display in the Louvre, in a section of the most visited museum in the world. A great source of pride for the Milanese advertising director Dario Piana, who in Cagliari, on Saturday 20 November, at 20.30, takes part in the first appointment of the " Puntodivista FilmFestival 2021 ", an international film competition, organized by the cultural association Art'In Produzioni , now in its 14th edition.
Six events are planned this year, including the final evening on December 22nd.
Piana at the Louvre proposes the spot “Aqualtis” on the image of a washing machine of a well-known brand. An artistic message: inside the appliance there is a sea animated by the clothes that move like marine beings. The background song is by Vangelis, “Ask the mountains”.
“Entering the most important museum in the world with this advertising job - he tells us - is exciting. A recognition of great value because there are not many Italians present in this section of the Louvre ".
What kind of setting did I give to the commercial? “I focused on movement and evoked a marine world with explicit references to things that usually go into a washing machine. There are many real images and few computer reconstructions. My experience in cinema helped me ”.
But there is another work by Dario Piana that has now entered the history of advertising: in 1985, he won the Golden Lion at Cannes with the spot “Silence, Agnesi speaks”. “Many years have passed but I must say that that spot continues to be remembered. The message that characterizes it has become a catchphrase. I think I have reached the goal ".
So far he has shot about 700 commercials, working all over the world with great talents, including Milena Canonero (costume designer who won 4 Oscars), and testimonials such as Kim Basinger, Eliott Gould, George Clooney, Ziyi Zhang (the interpreter of “ Hero ”), Gigi Proietti, Monica Bellucci, Maria Grazia Cucinotta, Aldo Giovanni and Giacomo, and the sportsmen Alberto Tomba, Eddie Irvine, Cristiano Ronaldo, Michael Schumacher, Valentino Rossi, and many others. In 1989 he shot his first feature film, “Under the dress nothing 2”.
In 2007, in the United States, he directed "The deaths of Ian Stone", a film co-produced by Stan Winston (collaborator of Spielberg, Cameron and other world-famous directors).
Piana started with comics, he wrote songs with Giorgio Faletti. He has just created for Rai an animation series for cartoon lovers.
His motto has always been: "The secret to not making mistakes is to do only the things that are good in the end".
